Challenge

To attract savvy customers who are just as interested in cost-efficiency as using a more premium feeling brand. In 2010, when the short-haul market suffered soaring fuel costs and aggressive price-cutting, the aim was to secure the middle ground between budget travel and attractive airlines.

Delivery

Brand advertising was created, blending the best of easyJet’s cheeky, low cost heritage with a more sophisticated, premium body language, across 17 European markets in 21 languages. easyJet beat the national carriers on price, but crucially, also improved brand perceptions.

Results

Despite this fiercely competitive market, a 500% share price increase was achieved, which continues to grow today. Through smarter integration and planning, this was achieved while actually reducing marketing spend – the positive impact of which has been felt across the whole business.